Would you pay $160 for a computer keyboard? Logitech International SA (NASDAQ:LOGI) is telling you not to hesitate. Its G810 Orion Spectrum keyboard asks for that much, but Logitech says you get much more than just a keyboard. The G810 keyboard is designed with gamers in mind, but it also works well for general use.

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An ordinary gaming keyboard might only set you back $20. Logitech says that you don’t always get what you need to enhance the gaming experience. That explains why the company believes that its G810 keyboard will succeed in the market.

According to Logitech, the G810 is designed to deliver comfort and visual enhancements for gamers. Based on Romer-G mechanical technology, the new keyboard is 25% faster than standard mechanical switches in registering key presses. That makes it a more responsive keyboard for controlling gameplays.

Personalization

Logitech new keyboard provides users with the opportunity to customize key lights. A user can choose to light up different keys with different colors to keep better focus on the controls. Users can choose from over 16.8 million color options to give the keyboard the right illumination. Further, it also boasts enriched media controls.

Logitech is well known for its chic product design rather than entirely new product concepts. Consumers buy its products for style and comfort, which is what the company is aiming at with the new keyboard that fits well within its business model.

A message to investors?

With the rise of touchscreen devices, there have been worries among investors that Logitech could be coming to the end of its life, or at least, its growth. Modern touch devices accommodate fewer peripheries like mice or keyboards if they are needed at all, yet Logitech’s business is first and foremost peripherals.

With this move, the company is signalling that it can unlock new growth opportunities in the traditional PC market and develop accessories that enhance the experience of using a touch device. G810 seems to be part of the story of its attempt at transformation from within its existing model.